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The campaign by the UK’s cervical cancer charity seeks to tackle the misconceptions, myths and stigma surrounding the common HPV virus, and to get the facts out.

In the majority of cases, HPV infection goes away without doing the body any harm. Sometimes, however, it causes changes in cells which can develop into cervical cancer if left untreated.

This year, Scotland’s cervical screening programme is moving to test for HPV first – a far more sensitive test that will save lives. The much higher accuracy of HPV testing is estimated to prevent almost 500 diagnoses of cervical cancer every year in the UK.

Accordingly, the move to testing for HPV in the first instance will also see many more women told they have the virus. Jo’s Cervical Cancer Trust, and Mr Dey, want as many people as possible to understand the importance of cervical screening and to feel informed and comfortable on receiving their results.

New research conducted by the Trust found that a third of women consider HPV a taboo topic and would not want anyone to know if they had it. A quarter of those surveyed hadn’t heard of HPV, with one in five saying they would feel embarrassed if told they had the virus.

Calls to the charity’s Helpline about HPV have already risen 50% over the past year. This is expected to rise significantly as more women are tested, with the Trust encouraging open conversation and calling on health professionals to be prepared for an increase in HPV-related questions.

Commenting, Mr Dey said:

“While cervical screening can prevent cancer, unfortunately more than one in four women in Scotland do not attend their screening.

“The move to test for HPV first is a welcome one, given the accuracy of the test, but key to improved outcomes is improved understanding of the virus and the importance of getting checked.

“That’s why it’s imperative to get the message out this Cervical Cancer Prevention Week – HPV needn’t be a taboo subject.

“Open discussion on the topic is what is needed, and that is what Jo’s Cervical Cancer Trust are leading on with their #SmearForSmear campaign.”

Robert Music, the charity’s Chief Executive, said:

“HPV can be confusing but it is nothing to be ashamed of. 80% of us will get at least one type of HPV in our lives, and in most cases the immune system will get rid of the infection without it causing any harm.

“We need to get the facts out about HPV and get rid of harmful myths and stigma around this really common virus.”